Smucker announced that the unveiling of a new campaign for Folgers Coffee is part of the company's goal of “expanding marketing and advertising boundaries for its brands”. With an iconic jingle and slogan, Folgers has been a staple in American households for over 172 years. However, the brand's reputation has become a bit outdated. It's time to awaken a new generation of coffee lovers to what they've been missing out on. The new campaign takes on a radical tone full of unapologetic pride.
It celebrates Folgers' expert craft, deep roots in New Orleans, and the 35 million drinkers* who wake up with Folgers every year. The brand is a leading employer in New Orleans with three manufacturing plants in the area that provide more than 750 jobs to the local community. The campaign features a woman who defiantly empties Folgers' shelves in her shopping cart while Joan Jett's punk anthem “Bad Reputation” plays. She smiles deviantly at them and pushes a comic number of Folgers bathtubs into her car, then accelerates down the hallway. This clip is meant to reflect Folgers' commitment to improving its community. Folgers knows that many people think it's your grandmother's coffee, but they're proud of it.
They wanted to connect with a new generation of coffee drinkers, who see coffee differently from coffee lovers before them. The new Folgers ads are also populated exclusively by working-class people, men and women who drink (even literally drinking) Folgers coffee between tasks at their workplaces or on their way to them. In the new spot, created by PSOne de Publicis, Folgers gets rid of its traditional look to show a fresher attitude. This is an exciting time for Folgers as they introduce their brand to a new generation of coffee drinkers.